FAW-VW THE NEXT GENERATION MAGOTAN LAUCH DIGITAL CAMPAIGN

TitleFAW-VW THE NEXT GENERATION MAGOTAN LAUCH DIGITAL CAMPAIGN
BrandFAW-VW
Product / ServiceMAGOTAN
CategoryA11. Innovation in Entertainment
EntrantTRIO ISOBAR Shanghai, CHINA
Idea Creation TRIO ISOBAR Shanghai, CHINA
Production TRIO ISOBAR Shanghai, CHINA

Credits

Name Company Position
Tim Peng Trio Isobar Creative Director

The Campaign

At the time of the Magotan launch, a Hollywood blockbuster, “Now You See Me 2”, which involves technology and magic, was released at the cinema. Our idea is to leverage the movie to create a branded content and consumer engagements to build the innovative and technology-savvy image for Magotan. The story of the branded content “Eyes of Agent” derives from the movie “Now You See Me 2”. It is about how a special agent from a secret agency, Inner Eye Group, successfully escaped from enemies, and accomplished the mission and started the new generation Magotan. The video brings consumers to experience a magical journey with excitements of new technology, and the technology upgrade of Magotan. In the end of the video, consumers will realize that they are actually the special agent in the video, thus bring them to the next mission, a test drive of the new car.

Creative Execution

We produced a VR video for the brand “Eyes of Agent”, directed by Jay Chou. The trailer and the making-of the video and were released on the social media one week before the VR video release. In addition, PR articles about the cooperation and Jay Chou’s involvement on the video were released along with the movie premier. By watching the trailer, consumers can sign up to get the VR glasses from the dealership to view the VR video. The VR video was released on major video websites and social media platforms. Consumers who watch the video can get a chance to win the movie tickets. Also, following the story of the video, consumers will get the next mission, which is to watch more videos about the product features and to sign up for test drive.

Shortly after the release, the news of Jay Chou directing this VR video quickly reached 230 million views on social network sites, and the trailer was viewed 50 million times. The video also received attention from all the video websites as well as best placements for free. The total viewership soon surpassed 4.2 million.

We cooperated with a Hollywood blockbuster “Now You See Me 2” and produced a VR brand video with the story derived from the movie. The story is about how a special agent from a secret agency successfully escaped from enemies, accomplished the mission and started the new VW Magotan. Like the movie, the video is full of illusions and technology so it creates a greatly exciting and entertaining experience for viewers. By using the first person perspective, consumers will be surprised to realize that they are actually the special agent in the end, thus bring them to the next mission.

Magotan targets males around 35 who heavily rely on the Internet. They get most of the information online, especially for the entertainment or latest technology contents. We use the co-operation with “Now You See Me 2” to plan the integrated campaign. Our goal is to leverage the movie, the celebrity and the technologies to create multi-crossover brand experience for the All New Magotan launch. We invited Jay Chou to be the director of the brand video, ”Eyes of Agent“. By using VR Technology, the video offers consumers an immersive experience of the magic, technology, and the product. We started with the movie premier, and Jay’s fans power to generate big buzz online, then followed with the launch of the brand video and the activation around it. Consumers can sign up online to get the VR glasses from the dealership. By watching and interacting with the video, they will also

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